Professional Conversion Programme (PCP) for Digital Product Managers (for Individuals)

www.iss.nus.edu.sg
Professional Conversion
Programme Sharing Session
Virtual Learning Festival
13th August 2020
For Digital Product Management
Daniel Boey
© 2020 National University of Singapore. All Rights Reserved

Daniel Boey
Chief, Products & Platforms Practice
MBA, NUS BSc(Hons) (Comp Sc & Info Sys) NUS,
PMP, CITPM (Senior), CSM, P3O
Daniel currently heads the Products & Platforms practice in ISS, NUS.
He teaches and consults in product and project management and works
closely with many organizations in developing customised training
programs for their staff development.
Currently teaching the following courses
• NICF- Managing Digital Products (SF)
• NICF- Digital Product Strategy (SF)
• NICF- Managing Business Analytics Projects (SF)
linkedin.com/in/daniel-
sk-boey-6a920541

What is Professional Conversion Programme (PCP)
A career conversion programme for :
 Professionals, Managers, Executives and Technicians (PMETs), including mid-career
switchers,
 to undergo skills conversion and
 move into new occupations or sectors with better prospects and opportunities for
progression.
 Place-and-Train Programme where PMET is hired by a participating employer
before undergoing training to take on new job role
Data Analytics Software
Development
Business Analytics Artificial
Intelligence
Digital Product
Management
Digital
Transformation© 2020 National University of Singapore. All Rights Reserved

Eligibility of Professional Conversion
Programme (PCP)
New HireCompany / Employer
 Be registered or incorporated in Singapore;
 Be committed to work with WSG and NUS-
ISS on the necessary administrative matters
related to the PCP;
 Offer employment directly related to the
job which the PCP is for, with remuneration
that is aligned with the market rate; and
 Commit to the PCP training arrangements
for the trainees.
 Provide a company project for practicuum
 SC or PRs
 Graduated or completed National Service,
whichever is later, for at least two years; and
 Not in a similar job function prior to joining
the PCP.
 Able to pass entrance assessment

Professional Conversion Programmes (PCP)
Phase 1: Training Course
Phase 2: Proj Practicuum
(4 months)
Grants and Salary SupportInterview and Hire
Interview, Select
and Hire
Submit Details
+ Project Plan
Full-time training
(14.7 days)
Employee back in
office + Company
provides mentorship
and guidance
Get rewarded
for building and
growing talents
Skills Level Up! Productivity Up!

Structure and Duration of NUS-ISS PCP
Phase 1
(Classroom Training)
Phase 2
(Project Practicuum)
 14.7 training days
spread over 2-3 months
of classroom training plus
assessment
 Require at least 75%
attendance
 Able to pass all
classroom assessment
 4 months of OJT with
the sponsoring company.
 To complete the
company sponsored
project within OJT
period.
 Require to make at least
3 progressive project
presentation over the
period to NUS-ISS
assigned project
supervisor.
Completion of
Programme
Professional
Diploma
Certification
from NUS-ISS
Duration : 5 to 6 months
Entrance
Assessment

What are the PCP Programmes in NUS-ISS
Digital Product
Management
Digital product,
marketing,
e-commerce,
Management
 Gain customer insights for products
 Find solutions towards market problem and new product
opportunities;
 Define product strategy and manage Product lifecycle
 Design a platform business
SmartHealth
Transformation
Analyst
Digital Transformation
Analyst
 Establish organisation’s program management framework
 Design & develop program plans/ Transformation Initiatives;
 Facilitate change management/ oversee program implementation;
 Manage people and organisation/ transformation programmes.
Solutions Architect
IT Solutions Architect
 Implement platform architecture strategy
 Identify requirements and develop platform architecture
 Support platform feature development
 Manage solutions architecture projects
Applicable to SGUS and PCP Applicable to PCP onlyLegend: © 2020 National University of Singapore. All Rights Reserved

What are the Jobs that this program supports?
• Digital transformation is the integration of digital technology into
all areas of a business, fundamentally changing how you operate
and deliver value to customers.
• Those involved in the strategy, management and development of
digital products such as mobile apps, web sites, e-commerce, digital
platforms and omni-channels or even a game
• A traditional product (e.g. gadget, apparels or Tupperware) that could
benefit from digital channels, digital marketing and a digital strategy

What are the Jobs that this program supports?
BUT ALSO…
• Those managing projects that builds new systems, e.g. recommender system
based on data, loyalty program that interacts with customers digitally, social
selling, digital promotions and campaigns, digital customer service
…projects in a connected, online world where brands and organizations
interact directly with customers.
• These are best manage by a Product Management Framework rather than a
Project Management Framework. Why?
• Product Managers, Product Market Managers, Marketing Managers,
Programme Managers, Customer Programmes,
• Suitable for those with some team management experience and previously
project managers, business analysts or traditional product managers or sales
managers, marketing managers

PCP Pathway for Digital Product Manager
Digital Product Manager
4 months
Company’s Project
The project scope covers aspects of digital product management.
Where the project could cover discovery of a product/platform idea,
to working through product requirements, a product road map ,
creation of a product strategy , a launch plan or other parts of a
product life cycle.
14.7 days
(elapsed time 2-3
months)
Skills Training
• Service Design
• Managing Digital Products
• Digital Product Strategy
• Architecting Platform as a Business

www.iss.nus.edu.sg
Training
Details

PCP for Digital Product Management
Understand and apply the central
concepts of design thinking to innovation
projects and products
Service Design
Apply fundamental product management
methods and techniques to manage
products and services in the digital world
Digital Product Strategy
Architecting Platforms
as a Business
Practice Module
Demonstrate competency of your newly acquired skills in a team-based mini-capstone and an individual assessment.
♦ Ideate and research to solve a real world problem or to capture an opportunity ♦ demonstrate clear value propositions
♦ justify your business case and investment plan♦ strategize your roadmap ♦ deliver a prototype or establish a MVP
Develop a strategy from vision, monetisation,
go-to-market, to growth acceleration and exit,
through intensive hands-on iterations.
Design a business platform
and its supporting technical
architecture
Tailored for adult learners,
with hands on interactive
learning, industry
practitioners’ experience
sharing ,use of case studies
and in-depth discussions
Carefully curated set of
four modules that address
key knowledge and skills
for digital product
management and platform
design
Suitable for job roles like
Product Manager, Platform
Designers,
Product/platform Owners,
Business Architects, Digital
Product Strategists.
https://www.iss.nus.edu.sg/stackable-certificate-programmes/software-engineering/graduate-certificate-in-designing-and-managing-products-and-platforms
Managing Digital Products
ProductManagement,theLevertoDigitalTransformation

www.iss.nus.edu.sg
NICF -
Service
Design (SF)
Module 1 - SID

SID Course Learning Outcomes
• Upon completion of the course, participants will be able to:
• Understand and apply the central concepts of Design Thinking to innovation projects
• Approach service innovation from an outside-in perspective and understand the process
for evolving a fuzzy idea into a fully envisioned service concept.
• Understand how to conduct user research and synthesize data from multiple sources in
order to discover unmet needs and develop ideas.
• Understand and use tools such as personas, customer journey mapping, service
blueprinting and storytelling to realize service innovation.
• Illustrate a new service innovation concept and explain its value proposition and the
outcome intended for the customer.
• Carry out low fidelity prototyping of a proposed innovation concept to evaluate, adapt
and refine the idea.
https://www.iss.nus.edu.sg/executive-education/course/detail/nicf--service-design-
(sf)/digital-innovation-design

Human-Centered
Research
Creative IdeationPrototype
Measure Value
Iterative
Process
? Define Challenge?
Design Thinking Process

Service Design Toolset – Processes & Methods

Different Research Methods
• Focus Groups
• Face-to-Face Interviews
• Eye Tracking
• Diary Studies
• Analytics
• Ethnography & Observations
• Ethnographic Interviews

Prototyping & Testing

Implementation Tools
• Service Blueprinting
• How-How Diagrams
• Stakeholder Mapping

www.iss.nus.edu.sg
NICF –
Managing
Digital
Products(SF)
Module 2 - MDP

Course Overview
• This course presents participants with a practical and interactive learning
experience to pick up skills and tools to successfully manage new and existing
products in the digital world. It will cover:
• the fundamentals of managing products with a focus on the digital world.
• the use of modern product management methods and techniques,
leveraging on data, agility, user experience design, and experimentation.
https://www.iss.nus.edu.sg/executive-education/course/detail/nicf---managing-digital-
products-(sf)/digital-products-platforms

MDP Course Learning Outcomes
Upon completion of the course, participants will be able to:
• effectively execute the digital product manager’s crucial role in driving
digital business success by orchestrating all relevant stakeholders to manage
a continually evolving digital product through its lifecycle.
• develop mastery over building customer-centric products, and leveraging on
data to make product decisions within an agile product life cycle and
integrated partner ecosystems.

ISS Digital Product Management Framework (DPMF)
Product
Opportunity
Market Problem/
Opportunity
Competitive
Intelligence
Market
Segmentation
Business Case
Product Strategy
Product Positioning
Product Portfolio
Management
Pricing
Go-to-Market
Strategy
Product Planning
Product Roadmap
Requirements
Definition
Requirements
Management
Release
Management
Product
Development
Product
Development
Process
Customer
Experience Design
Product Validation
Product Evolution
Product Launch
Product Marketing
Launch Planning
Product Support
Performance
Measurements
Innovation Management Product Talent Management
Product Leadership
Product Team Model Stakeholder Orchestration

www.iss.nus.edu.sg
NICF –
Digital
Product
Strategy (SF)
Module 3 - DPS

DPS Course Overview
• https://www.iss.nus.edu.sg/executive-education/course/detail/nicf--digital-
product-strategy-(sf)/digital-products-platforms
• 3.7 days over 4 weeks
• transition product professionals to (digital) product strategist roles
• practice oriented course, facilitated by industry & ISS practitioners
• acquire skills through pre-readings, lectures, case discussions and working in
teams to develop digital product strategies to launch and sustain their digital
products
• present DPS to an industry panel for assessment & feedback and learning
• “flipped classroom”: participants are to do pre-readings and prepare case
discussions before class session

DPS Course Learning Outcomes
Upon completion of the course, participants are expected to be able to:
• understand the challenges of the digital product eco-system that the
product manager operates in
• acquire key skills to develop a strategy for the entire digital product
lifecycle - from strategy to development, launch, growth and exit
• demonstrate these understanding and skills acquisition by working in
team to develop and present their digital product strategy to a
panel of industry product leaders for assessment

DPS Course Agenda
Week 1 Product Vision Formulation
• Operating in the new digital products eco-system
• Understanding the landscape and the competition
• Developing an inspiring product vision that guides the
team
• Business goals, key performance indicators (KPIs), and
the product scorecard
• Aligning to the organisation product portfolio
• Workshop: Develop the Digital Product Vision
Week 2 Developing the Go-To-Market (GTM)
Strategy
• Monetisating the digital product
• Digital product launch strategies
• Workshop: Develop Product GTM Strategy
Week 3 Product Growth and Exit
• Minimum viable product (MVP) that is Simple,
Lovable & Complete (SLC)
• Extending to new or next market or feature
• Building customer loyalty
• Product end-of-life planning and management
• Workshop: Develop the Full Digital Product Strategy
Week 4 Industry Panel Presentation
• Workshop: Present to Industry Panel
• Individual Reflection

www.iss.nus.edu.sg
Architecting
Platforms As
a Business
Module 4 - APAB

APAB Course Overview
• https://www.iss.nus.edu.sg/executive-education/course/detail/architecting-platforms-as-a-business/digital-
products-platforms
• 4 days over 4 weeks
• Team based hands on platform modelling, built on established principles
and building blocks
• Appropriate for those targeting roles in platform design and management
• Classes and workshops delivered by a mix of ISS and industry practioner
• Pre-reading and tools familiarization to prepare for class

APAB Course Learning Outcomes
Upon completion of the course, participants are expected to be able to:
• Understand the role of platforms and challenges of using a platform
model for business
• Acquire key skills in designing a business platform
• Define the technical architecture to support the business platform
• Define key enablers for the platform like Governance, Trust, Brand
• Demonstrate understanding and skills acquired through the design of
a platform for business and to present to a panel for assessment

APAB Course Agenda
Week 1: Platform Business
•Types of platforms modelst, Impact on business
•Role of ecosystems & Phases of platform design
Ecosystem Analysis and Profiling
•Entities, roles and platform participants
•Platform modelling tools
•Workshop on ecosystem profiling
Week 2: The two Engines of platform design
•Design considerations for transaction and learning engines
•Value Capture ,Pricing and Monetisation
•Workshop on transaction identification and land promotion
of platform usage
Metrics and Platform Enablers
•What to measure and why
•Strategic enablers – Governance, Trust, Brand
•Key enablers – User experience, payments
•Risk Assessments
•Workshop to identify success metrics and KPIs and how to
design enablers
Week 3: Technology Architecture for the Platform
•The Platform Technical Reference (PTR) model and the
“to-be” building blocks and components for the Platform
Strategy.
•The principles, standards & best practices to make the
right technology decisions
•The Gaps Analysis matrix between the “as-is” and the
“to-be” Technology Architectures
•The Minimum Viable Platform (MVP) for specific
business products and services with a view for platform
growth and sustainability
•Design considerations for security, reliability, scalability,
sustainability, maintainability, growth,
comprehensiveness, integration for business and market
needs.
•Workshop on technical platform challenges to enable
business alignment
Week 4: Architectural Challenges
•Addressing architectural challenges in platform design
•Addressing business decisions through the technical
design
•Presentation assessment

PCP Course Fees ($)
Data
Analytics
Full Stack
Developer
BAPA AI Engineer Digital Product
Management
Smarthealth
Digital
Transformati
on
Solution
Architect
Gross Fees 23,660 17,000 17,860 17,800 19,900 18,960 21,400
Net Fees* 7,594.86 5,457 5,733.06 5,713.80 6,387.90 6,086.16 6,869.40
Mid-career
Enhanced
Subsidies/
SME Grant*
2,862.86 2,057 2,161.06 2,153.80 2,407.90 2,294.16 2,589.40
Salary
Support
(for PnT
only)
 70% of monthly salary capped at S$4,000 per month for Singaporeans and
Singapore PRs below 40 years.
 90% of monthly salary capped at S$6,000 per month for Singaporeans 40
years and above OR at least 6 months unemployed.
* Including GST

PCP Intake Dates
The following Professional Conversion Programmes targeted to build tech talents in accordance to
industries demands.
• PCP for Digital Product Manager NEW! (planned intake 31 Aug, 1 Dec)
• PCP for Business Analytics Programme Analyst NEW! (next intake TBD)
• PCP for Data Analyst (next intake 7 Sep)
• PCP for SmartHealth Transformation Analyst NEW! (planned intake Sep)
• PCP for Artificial Intelligence Engineer NEW! (planned intake Sep)
• PCP for Full Stack Developer (next intake 26 Oct)
• PCP for Solution Architect NEW! (planned intake Nov)
NOTE:
Candidate is subjected to NUS ISS screening and assessment test before they are onboarded for the PCP.

ANY QUESTIONS?

FAQs
No FAQ Response
1 Who is the PCP for? The PCP is a Place-and-Train programme either for new hire. A candidate
must be newly hired (not more than 3 months at the start of the PCP) by an
employer before the employer enrols the candidate into the PCP to undergo
training to take on the new job role. The candidate must be a Singapore
citizen or Permanent Resident of 21 years or older, and must be a graduate
with minimum of 2 years full-time working experience and national service
completion for males.
2 How much is the cost
of the PCP as I am
interested to attend
and pay for the
courses on my own.
The PCP is only for candidates that are newly hired by an employer. The
employer will enrol the candidate into the PCP and candidates need not pay
for the course fees. Candidates have to be hired by an employer before
joining the PCP.
3 Can I pay and attend
the courses under the
PCP if I do not have
an employer?
The PCP is for candidates hired by an employer to undergo skills conversion.
ISS has parallel program Graduate Certificate in Designing and Managing
Products and Platforms (DPMM).

FAQs
No FAQ Response
4 How do I find an
employer to hire and
enrol me into the
PCP?
Candidates can deposit their resume with Workforce Singapore’s Professional
Conversion Programme Portal for job matching with potential employers by
depositing their resumes and particulars.
By depositing their resume, candidates agree that their personal information
will be shared with potential employers without requiring additional consent.
ISS and/or the potential employer will contact candidates if they are
shortlisted. Candidates may also look for potential employers who are willing
to hire and sponsor them for the programme.
5 What is the selection
criteria for
candidates?
Selection criteria is subjected to employer’s requirements and due
recruitment process. In some programmes, candidates are also required to
complete some pre-requisite learning and to pass an entry assessment in
order to be enrolled into the programme.
6 Should I resign from
my job if I intend to
make a career switch?
This is strongly discouraged. It is generally known that candidates face a
tougher time to be hired again the longer they stay unemployed. Candidates
are advised to seek other options to upskills or upgrade themselves by
enrolling through other related programmes.

FAQs
No FAQ Response
7 Does ISS have a list of
employers interested in
hiring under the PCP?
Employers approach NUS-ISS when they have talent requirements.
Applicants are shortlisted based on profile fit with employer’s hiring
requirements. Only shortlisted applicants will be contacted.
8 What is the estimated
salary of candidates hired
by employers under the
PCP?
The salary will depend on the candidate’s skill and experience and based
on the employer’s remuneration policy amongst other factors.
9 What will happen to my
pay with my employer
after the end of the PCP
funding?
As the candidate is hired as a full time staff, the pay will remain the same
after the end of the PCP funding.
10 What sort of qualification
do I get on completion of
the programme?
On completion of the PCP programme, the candidate will be awarded a
Professional Diploma qualification.

FAQs
No FAQ Response
11 What if I quit from
the programme
midway. Am I
required to pay back
to company.
Candidates are highly encouraged to complete the entire programme or they
will not be able to earn the Professional Diploma qualification.
12 How often does ISS
run PCP programmes?
The course run frequency is dependent on availability of demand-and-supply
for the respective programme.
13 If I have already taken
a module before;
would I be able to
have exemption?
Exemptions will have to be considered on a case-by-case basis depending on
when the last module was taken and the its programme details/ pre-
requisite.
14 What is expected on
the 4 months
practicum project?
The project must be a company-sponsored project that is reviewed and
approved by NUS-ISS project supervisors. Within the 4 months OJT period,
the candidates must progressively update the project progression with their
assigned supervisor to demonstrate application of their skills during the
period.© 2020 National University of Singapore. All Rights Reserved

www.iss.nus.edu.sg
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